Apr 15, 2019

Mobile Marketing: 4 Emerging Trends You Need to Know

Written by Dan Hughes

“If your plans don’t include mobile, your plans are not finished.” Wendy Clark, DDB Worldwide

We live in a mobile world. At present, mobile devices generate 70% of web traffic worldwide and this appetite for hyper-connected consumer convenience isn’t going anywhere.

Indeed, recent studies confirm that the smartphone market is worth $355 billion, with 6 billion devices projected to be in circulation by 2020.

We’ve already established that to thrive in today’s (and tomorrow’s) world, adopting a mobile-first approach to your marketing efforts is essential. But, as you know, the digital landscape is in constant flux and what works today might not resonate tomorrow.

That said, to help you maintain your mobile marketing success for the rest of 2019, and beyond, here are four emerging trends you need to know about.

1. The rise of programmatic In-app advertising

Mobile applications are an integral part of today's mobile experience. Not only do mobile apps empower brands to communicate their values with prospects on a deeper, more meaningful level, but they also offer a direct means of offering practical value in an ultra-competitive digital landscape.

However, with almost 8 million apps currently sitting in the Google Play store and 2.2 million in the Apple App Store, cutting through the noise is vital if you want to enjoy a solid return on investment (ROI) for your in-app marketing efforts.

As mobile app usage increases, more brands are leveraging in-app advertising opportunities to appeal to a wider target audience. And, in an increasingly competitive arena, many marketers are turning to programmatic advertising to optimize their in-app marketing efforts. In fact, 90% of advertisers plan to invest more in programmatic in-app advertising over the next 12 months.

To understand this advertising methodology in more detail and to get one step ahead of the pack, explore our practical guide to programmatic advertising.

2. The fight for mobile video domination

As humans, we are visual creatures, so it makes sense that video-based content is extremely digestible, particularly on a mobile device.

Marketers have harnessed the power of mobile video to inspire and engage consumers for some years now and the space has become somewhat saturated. In fact, mobile video set records last year, with further growth predicted.

Speaking to Mobile Marketer, Creatv Media's Peter Csathy shared his thoughts on the state of mobile video:

"Major brands will continue to invest significantly in mobile video and perhaps step up the game in production, quality and budgets."

With this in mind, the key to mobile video success will lie in comprehensive competitor research, rigorous testing and a commitment to experimentation.

The value of mobile video is certainly there, it’s simply a matter of optimizing your efforts, targeting your content precisely and being bold with your creative choices.

For mobile video, another aspect to consider is the rise of rewarded video ads. Mainly utilized in mobile gaming, where users can, for instance, gain a reward in the form of a game-based item if they view a video, this emerging brand of incentivized advertising format earns solid view-through rates and is likely to expand into other sectors in the not-so-distant future.

3. The migration of Augmented Reality (AR)

Immersive technology is fast becoming a regular part of our everyday existence. While AR has been present in the mobile world for some time, with innovations like IKEA Place leading the way, this year we’re likely to see augmented reality migrate from native apps and into the mobile web space.

Immersive technology has served to enhance the consumer experience exponentially and as its popularity continues to boom, wider adoption is inevitable.

While big names will continue to dominate AR at first, a move into the broader web will see forward-thinking brands breaking away from the established augmented reality facilitators  (Facebook, Snapchat, Shazam, etc.), and instead launch campaigns that transcend boxed-in apps alone and reach out into the broader mobile web.

In short, mobile-based AR is maturing and as it moves to the wider mobile web, there will be ever more opportunities to leverage its powerful immersive capabilities.

4. The evolution of social commerce

The notion of social commerce is by no means a new one, but recently its popularity has risen in a big way, making it a pivotal item of any mobile marketer's toolkit.

This evolving promotional channel is driving more consumers to convert from social media interactions, dipping into various stages of the funnel, from awareness and all the way through to conversion.

As social commerce continues to flourish and platforms like Instagram and Facebook launch new, mobile-optimized functionality centered around selling products, we expect to see more brands hosting the entire sales journey natively rather than generating awareness through social media and driving consumers to their online store. Not only will this help marketers maintain engagement throughout the journey but this shift towards in-platform social commerce will also offer brands additional, standalone mobile-centric revenue streams.

Moreover, with the recent launch of Amazon Ads, marketers will be able to use this new advertising platform (in addition to existing avenues like Facebook and Google) to develop targeted promotions that appeal to highly-engaged mobile shoppers. Another noteworthy string to the mobile marketing bow.

Mobile is a world-dominating force and as worldwide adoption continues to rise, it’s down to today’s marketers to use this most portable of mediums to their advantage. A failure to do so will result in professional or commercial extinction.

Take heed of these emerging trends and you’ll ensure you win with your mobile marketing efforts this year and long into the future. And for more inspiration, read our guide to mobile marketing strategy.

Dan Hughes
Dan Hughes

Dan is a content writer specializing in digital marketing, emerging tech, music and looking after a toddler. You can find out more about him and his work by visiting his Catchy Space.

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